X5 Teams Up with Coca-Cola for ‘Reverse Vending Machines’ Project

Russian food retailer X5 Group has teamed up with Coca-Cola to test “reverse vending machines” in its Pyaterochka stores in Moscow, Cre.ru reports.

The retailer aims to use the initiative to collect and recycle used plastic bottles and aluminium beverage cans. The vending machines will dispense a 15% discount coupon, applicable on a range of Coca-Cola drinks, for each item deposited by customers. 

“We are happy to collaborate with one of our large partners on this pilot plastic collection project, which represents an important step towards reducing waste,” said the CEO of X5 Retail Group, Igor Shekhterman.

“Teaming up to install reverse vending machines at our stores allows us to refine procedures for a potential future rollout. We hope that customers will welcome and make active use of this collection method,” he added.

EcoTechnologies will be responsible for maintaining the reverse vending machines and transporting and recycling the plastic and aluminium waste collected through this initiative.

As part of Coca-Cola’s ‘World Without Waste’ vision, the non-alcoholic beverages giant has collected and recycled over 60,000 tonnes of packaging in the past three years in Russia through its ‘Separate with Us’ project.

“The joint pilot project with a leading Russian food retailer lets us offer people another practical solution for recycling. We hope the project will expand and contribute to the development of the circular economy,” said Alexandar Ruzhevich, CEO of Coca-Cola HBC Russia.  ​